Brand Archetype
The Outlaw
The outlaw is the cool and endearing archetype character. Whether its using swear words on social media or publishing a risky advertisement, the outlaw doesn’t adhere to social norms. In fact, it lives for shock and awe. Being an outlaw is a fine line to walk. You’re likely going to offend somebody with this archetype – just make sure it’s not your target audience that’s feeling the burn.
The Outlaw brand archetype customers are risk takers. They like to experience the uncommon, thrilling or even a little bit dangerous.
All brands need a personality,
is the outlaw yours?
BRAND VOICE
Honest, controversial and loud.
brand experience
Rebellious, liberating, challenging and exciting.
BRAND CULTURE
Encouraged to challenge the status quo
Goal
To create change and help customers to vent or break away from conventions.
STRATEGY
Disrupt, destroy or shock.
DESIRE
Strong desire for revolution. Change the world for the better and also for the anarchy involved.
MOTTO
Rules are made to be broken.
fear
Being seen as weak or powerless.
Achilles heel
Crossing over to the dark side.
The Outlaw pallet for
the lover archetype
The Outlaw brand mood board
I’ve always loved the idea of not being what people expect me to be.